Microsoft has confirmed that X05, the Xbox brand experience for the games and entertainment industry, will be held in Amsterdam, Netherlands.

The event will see retailers, media, partners, publishers and developers immersed in a two-day experience where Microsoft will unveil more detailed plans for the new Xbox 360.

Previous X0 events have been the setting for high-profile announcements such as pricing details for Xbox and Xbox Live, the acquisition of Rare, a partnership with Epic Games and the unveil of the new Xbox branding.

They also provide the opportunity for third party publishers and developers to unveil major announcements and showcase forthcoming titles. Electronic Arts, Tecmo, Epic Games, and Ubisoft have all previously shared the stage with Microsoft to announce exclusive titles.

Guests to Xbox events have been entertained by renowned acts such as Carl Cox, Groove Armada and Massive Attack, in stunning locations. X01 was memorably held in Pierre Cardin's Bubble House in Cannes, La Isla Magica (Seville) was the theme-park location of X02, and X03 hosted guests at an exclusive beach club location in Juan-les-Pins.

Chris Lewis, regional vice president, Xbox, Europe, Middle East and Africa (EMEA), said: "We put a great deal of thought into determining the location for X05. We have a lot of exciting announcements to make this year and it was essential that we make them in the right place.

"To tell you our rational for choosing Amsterdam would reveal some of our plans and we want to keep those as secret as possible! Suffice to say that after X05 it will be clear that the next generation starts with Xbox. Xbox will be sending out more communication and invitations over the next few weeks."

X05 will be held on October 4th and 5th of this year.